WowWee‘s latest toy line is ready to rock.
The company behind Got2Glow Fairy Finder and Fingerlings teamed up with Nickelodeon Digital Studios to create original, digital-first content that positions My Squishy Little Dumplings characters as a K-pop inspired band called The Squish. But no, these little dumplings aren’t actually performing K-pop, they’re rocking to the jams of S-Pop aka “Squish Pop” for their debut single, “Can You Resist the Squish?!”
“We know kids everywhere are going to love the My Squishy Little Dumplings digital content on Nickelodeon’s digital platforms just as much as we do,” says WowWee’s Vice President of Brand Development & Creative Strategy Sydney Wiseman. “Nickelodeon is the perfect partner for us to bring the Dumplings into this next phase of fandom around the world.”
The My Squishy Little Dumplings crew — Doe, Dip, Dee, and Dot — will spread this earworm far and wide as the song rolls out to all major digital streaming platforms, including Apple Music, Spotify, iTunes, YouTube, and more.
“When WowWee first showed us My Squishy Little Dumplings we immediately knew these fun, surprising, and loveable characters were a natural fit for the Nickelodeon portfolio,” says Jamie Drew, senior vice president, strategic partnerships and Americas licensing, ViacomCBS.
In the weeks and months ahead, WowWee and Nickelodeon will release additional content, including music videos, behind-the-scenes “backstage” videos, and a House Party Tour series in which The Squish hit the road for stops at unique venues around the house.